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Struck, a digital-forward creative agency located in Salt Lake City and with offices in Los Angeles, New York, and Portland, announced the launch of a new website the shop has created for Jack in the Box restaurants.

Driven by the mobile-first behavior of its fan base and inspired by the quick-service chain’s quirky brand and fictional CEO, the new consumer-centric site provides an experience that is designed to surprise and entertain visitors in unexpected ways.

The customer-focused site[7] is structured and designed to be more flexible and easier to maintain than the previous site, making it a suitable home for branded content and offbeat engagements.

Along with the mobile-first brand site, Struck also created a new and separate Jack in the Box corporate website[8] to more efficiently provide important business information for potential franchisees, investors, and media contacts.

“We wanted to give our customers an exciting new online presence, while keeping the tone consistent with the brand our fans know and love,” says Nick Fletcher, division vice president of marketing communications at Jack in the Box.

“Having spent the last year with Struck as our Digital Agency of Record, we all felt like this was a great time to take a leap forward with our digital content and guest engagement,” he adds. “Since the current site is five years old, we’re excited for the new site to push our brand into new territory and engage fans of Jack like never before.”

John Gross, strategist and account director at Struck’s Portland office, says, “Our strategic approach was always to match the behavior of our core audience. A significant amount of the traffic to this site is from mobile devices. So we started with a mobile-first approach, always asking how everything would look, function, and perform on mobile devices.

“With this new site, we plan to significantly increase the number of repeat visitors, while prompting them to share what they’ve discovered with their social networks, raising overall consumer brand awareness of Jack in the Box in the digital sphere.”

The focus on consumer behavior also revealed a hunger for content that explores the world of Jack Box, the chain’s fictional CEO.

The new site satiates that hunger with branded content in unexpected places—photo filters to customize Jack in the Box products, surprising “easter eggs” hidden in the location finder, and an interactive “zipper” that rewards visitors for unzipping the website with animated .gifs, food images, and other offbeat content.

“We want to reward brand loyalists for poking around the site,” says Matt Anderson, creative director at Struck’s Portland office. “Whether it’s an animated .gif of a cat riding a bacon rocket or a photo filter that puts Seasoned Curly Fries in a ‘Jungle Cat’ setting, we’re providing our audience with an incredible range of social objects that can be shared with their friends.”